London, 10th October 2026 – Feefo, the purchaser–verified reviews and insights platform announces a new partnership with Smartson, The Recommendation Agency. The collaboration enables brands to combine Smartson’s Nordic product testing and consumer community with Feefo’s review technology and syndication network – helping authentic consumer experiences reach shoppers where purchase decisions are made.
Through Smartson, brands can invite relevant Nordic consumers to experience products in their everyday lives and share authentic reviews. These reviews can then be syndicated through Feefo’s network, extending their reach to relevant retailer and e-commerce environments.
The collaboration creates a more connected journey from product experience to review to retail visibility, giving brands a scalable way to build social proof around new launches and existing products across the Nordic markets.
"A great review shouldn’t live in just one place. Together with Feefo, we can turn real Nordic product experiences into trusted social proof that follows the consumer all the way to the digital shelf. That creates greater value from every activation – for brands, retailers and consumers."Karl Händel, CEO at Smartson
Feefo works with thousands of brands worldwide, helping businesses collect, manage, analyse and syndicate verified customer feedback.
The collaboration complements Feefo’s purchase-verified review model with Smartson’s real-world product testing, where selected consumers experience products and share feedback based on actual use.
"By collaborating with Smartson AB in the Nordics, Feefo can combine purchase-verified reviews with real-world product testing to build deeper trust and turn genuine consumer experiences into powerful brand advocacy."Steve Jones, Business Development Director, Feefo
From product testing to the digital shelf
The collaboration has already been put into practice. In a recent Smartson activation for the Motorola Edge 70 Fusion, consumer reviews generated through the product testing programme were syndicated to Elgiganten, demonstrating how authentic product experiences can be transformed into visible social proof directly in the retail environment.
For brands operating across the Nordics, the collaboration creates a streamlined model:
Targeted consumers → Real-world product experience → Authentic reviews → Syndication through Feefo’s network → Reviews where consumers shop
By extending the reach of each review beyond the initial activation, brands can build stronger product credibility across multiple digital touchpoints while helping consumers make more informed purchase decisions.
Contact Feefo or Smartson to learn more.
ENDS
About Feefo
Feefo is the world's largest purchaser–verified feedback and insights platform. Feefo works with over 6,500 brands and helps millions of customers buy with confidence every day. Feefo's suite of tools, combined with technical solutions expertise, enables clients to gain a deeper understanding of customer sentiment, behaviour and intent — empowering them to make better business decisions and improve return on investment. Brands that care about authenticity, accuracy and integrity work with Feefo to build long–term relationships with their genuine customers.
About Smartson
Smartson – The Recommendation Agency – helps brands turn real consumer experiences into trusted recommendations, reviews, UGC and actionable insights. Through its consumer community, Smartson connects brands with relevant test pilots who experience products in real life and share authentic feedback across Smartson, social media and retail channels.
